Gardening in Russia - New Market Report

More than 40 million garden plots are counted in Russia, which means almost one garden for every three members of the Russian population. Since Soviet times, for Russians the garden is associated with a 600 sq m area with a summer house. The owners usually worked there during the warm season in order to grow berries, fruits and vegetables. Decorative plants and flowers covered a smaller part of the garden as decorative gardening was not popular. Such an attitude was influenced by budget deficits and low average income, which is why owners used as large a territory as possible for edible products growing. The government also supported the idea that the population can produce additional food by themselves. The economic development in Russia over the past decade since the mid-2000s decreased the necessity for private edible gardening production and caused higher interest in decorative gardening. It is especially relevant to the urban population who own more sophisticated dwellings and use their garden plots for relaxation, and not for work. At the same time the rural population still use their plots for fruits and vegetables growing due to low income level and the necessity to find additional sources of livelihood.

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Competitive Landscape

Large international brands continued to lead sales of gardening products in Russia. Husqvarna OOO with its brands Husqvarna and Gardena is present in all gardening equipment categories and its aggregated sales supported the company’s leading position with 6% value share in total gardening. In addition to a wide chain of dealers, and presence at points of sale of main home improvement and gardening stores and internet retailers, a lot of efforts are taken by the company to organise service centres and to promote products to end consumers. The leading position of MNPP Fart ZAO in garden care ensured its second largest value share in total gardening in Russia. The third place was held by Robert Bosch with 2% value share due to high awareness of the brand and consumers’ loyalty to the high quality of the Bosch products.

Industry Prospects

Despite tough economic conditions expected in Russia in the short-term forecast, gardening will show positive growth of 2% CAGR at constant 2014 prices to reach RUB97 billion by 2019. Growing of fruits and vegetables will support consumers’ demand for necessary gardening tools; however, users will switch to cheaper substitutes. Sales of horticulture will decline early in the forecast period, as gardeners will keep seeds from previous seasons and grow seedlings by own means. Barter with gardeners from neighbouring plots, very popular in Russia, will thrive. High demand for gardening care products will be supported by the necessity for garden maintenance.

Gardening Market Research

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